GEOFFREY O'BRIAN
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App Content & Monetization



Disney Play App


Situation

The popularity of Disney Parks and the additions of Star Wars and Pandora attractions increased visitation. As a result, long lines for attractions became the norm and data showed guest satisfaction dropping.

Disney pursued multiple solutions, one of which focused on entertaining guests in line with an app that served content contextual to the attraction they were in line to experience. The vision was to turn wait time into play time by creating a new app. The cost would be high, so it was important to explore ways to monetize the app.

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User Need

 Park Guests want to spend less time "waiting in lines" for experiences in our theme Parks. 
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Product Need

Product wanted engaging, interactive experiences Guests can do while waiting in line. 
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Content Design Need

Create content for a mobile app to turn wait time into play time and monetize the experience.
Creating apps with fresh content
is time-consuming and costly.
To address the costs, companies seek
ways to monetize the experience.
When done right, users are only exposed
to monetization when motivated
by an offering or experience.

Task

Strategize long-term content for a mobile app including monetization strategies
  • create interactive games contextual to the Attraction 
  • leverage gaming and awards to inspire engagement
  • monetize aspects of the experience without detracting from the core experience

Action

Applying design thinking, content design partnered with product, design and
engineering to shape a vision for the app, gain approvals and execute.

Our steps included:

1. Research to identify user needs
   Deliverables:
   - Research summary in Content Brief

2. Identifying and defining the content, how it would be deployed,
where the user would see it and why it mattered
   Deliverables:
  - User journey map

3. Iterating to garner feedback in various crits and leadership reviews
   - Figma design iterations

4. Testing prototypes on live users and refining


What content?  Content design focused on identifying engaging dynamic content
experiences contextually related to the attraction they were waiting to enjoy.

How will it be deployed? Engineering promised ways to trigger content based
on what lines the user was waiting in. This leveraged location services and
strategically placed QR codes.

What does it need to succeed? To succeed the content needed to be effortless
to navigate,immersive to experience in long lines, and engaging to drive retention
and return use. 



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Content brief
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Picture
Play - Giselle Persona
Picture
Play app - User Journey Map
Picture
Cross-marketing to drive app downloads.

Picture
Gaming experiences for immersive engagement.

Monetization

Our strategy for monetization included:

1. Highly contextual "Related Activities" sections on screens linking to paid experiences
2. Showcasing paid "Enchanted Experiences" content
3. In-app purchases via mobile order 
4. In-app purchases for holiday merchandise and experiences

Considered for future: paid subscription service featuring favorite Disney songs

Picture
Related Activities surface contextual content that links to paid experiences
Picture
Disney "Enchanting Experiences" offer guests ways to enhance and personalize a Disney vacation.
Picture
Disney in-app Mobile Order.
Content marketing strategy included:

1. Contextual placements within the existing ecosystem of content in locations where Guests are seeking solutions to long-lines
2. Aspirational engagement via digital marketing (i.e. "sick of waiting in line at Disneyland?")
3. Core product landing page that is linked to from both external and internal product marketing
4. External content linking to app downloads

Result

The Play app was created in less than a year. It launched with strong
marketing and support across Disney channels.

Guests embraced the Play app and downloads exceeded expectations.

We tested various content and links and optimized placements post-launch.
The app was a big success measured by engagement, downloads, and use in Park.

Monetization elements were slowly rolled out over time to not distract from
the core goal of in-park entertainment and engagement.


Success metrics:
  • app downloads
  • app usage in Park
  • user engagement / time in app
  • user feedback and ratings
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  • Home
  • Portfolio
    • UX Writing: Spotify Tap
    • Product Education Strategy & Components (Facebook View)
    • Artificial Intelligence Content (Disney)
    • Feature Awareness: WhatsApp
    • Product Education: Ray-Ban Smartglasses
    • UX Writing: Consent Screen (Meta)
    • Commerce: Improving Disney vacation checkout flow
    • Content Governance (Amazon & Meta)
    • Evolving Content Design (Amazon)
    • Information Architecture: Disney Feature Filters
    • Content Strategy: Facebook View App
    • Product Tool: Disney Trip Planning
    • UI Writing: Disney Mobile Order App
    • Content Testing
    • App Monetization: Disney Play app
    • Conversation Design: Disney Avatar Chatbot
    • Content Architecture: Shanghai Disneyland
    • Conversation Design: Disney Chatbots
    • Chatbot samples
    • Branding: Disney Play App
    • Branding & Copywriting: Disney, Amazon, Yoga Journal, Mammoth
  • Thought Leadership
    • Content Design 2.0: How to Navigate AI’s Paradigm Shift
    • Content Design for AR/VR Experiences
    • 5 Ways to Improve Content with User-centered Design
    • Good Qustions lead to Great UX Writing
    • Embracing "Design" in Content Design
    • Designing Omnichannel Content Experiences
    • Design Thinking: a Process for Content Design
    • 3 Questions to a Better Content Strategy
    • The Layers of User Experience
  • Speaking
  • Blog
  • Contact